Axon Sales League
Context
Every great team hits a slump. Every great hitter does too. Sales teams are no different. Axon’s sales team had the talent and they had the drive. What they were missing was momentum. Conversations with sales leaders showed a team of fun, competitive people who didn’t just want to work. They wanted to win. Axon needed a way to reward steady performance, fight fatigue and turn competition into something the whole sales org could rally around.
Approach
We turned the sales org into a league. Modeled on the promotion and relegation system of world soccer, the Axon Sales League groups 12 teams into three divisions: Majors, Top 1200 and Inside Sales. Teams compete across three tiers, Gold, Onyx and Pearl, and move up or down each quarter based on progress toward quota and pipeline. Everyone is chasing the Axon Cup at year end. We built the full world around it: the brand, team lockups, recognition moments, sales assets and swag that made teams want to play and win.
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Public Safety Technology · Internal Sales Culture
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Every quarter is a season. Every deal is a goal.
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Internal brand strategy, identity design, team lockups, presentation templates, recognition assets, swag and giveaways, activations
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3 divisions · 12 teams · 3 leagues · 1 champion
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Executive Creative Director: Tony Biaggne
Creative Director: Travis Bartlett
Art Director: Blake Ingolia
Lead Designer: Blake Ingolia
Sales Assets
The scoreboard is always on.
We designed a presentation system that turns sales updates into match day. League standings slides show who’s tracking toward pipeline and who’s in danger of relegation. Season stats, product performance and sales updates live in one bold, scannable format. Monthly Top Performer graphics for each league give leaders a fast way to celebrate wins and keep that same energy as they fight for the infamous Axon Cup.
Swag
Gear worth earning.
Great swag gets worn, carried and talked about. We designed a full kit with team jerseys, team scarves, drinkware, duffel bags and champion badges, all built in the ASL look. Some pieces are traveling awards, like monthly swag chains. Others are earned only by winning. Either way, the gear turns a quarterly number into a story people want to show off.
